Every year after the Spring Festival, there’s a party for outdoor enthusiasts and travel aficionados — the 2014 Asia Outdoor & Fashion Exhibition, now in full swing at the China National Convention Center, has taken this gathering to new heights.
It’s worth highlighting that Coleman, a century-old outdoor brand with 113 years of history in the American outdoor gear industry, is making its first large-scale appearance at ISPO BEIJING 2014. Reportedly, Coleman’s booth spans 140 square meters, exuding the aura of an industry leader and set to become the most distinctive “outdoor leisure equipment” brand in the Chinese market in 2014. As a subsidiary of Jarden Corporation, a publicly traded American company, Coleman serves over 5 million users globally each year, offering outdoor gear and equipment worth more than $1 billion. Its product range includes over 10,000 items such as outdoor lighting, camping supplies, stoves and cookware, insulated products, and water sports equipment.
Coleman’s children’s outdoor products on display
In China, Coleman places special emphasis on children’s outdoor activities. Since its establishment, Coleman China has been committed to promoting outdoor education for children. Over the past few years, it has partnered with many children’s organizations to organize numerous outdoor events centered around kids and their stories, giving more children the opportunity to experience the outdoors and foster a love and respect for nature from an early age. Among Coleman’s product lineup is a children’s flotation swim vest called Puddle Jumper, which has the lovely Chinese name “贝乐游” (Happy Swimmer). This specially designed flotation vest is highly favored in the mature outdoor markets of Japan and Korea. With patented chest and arm strap designs, it offers greater arm movement, higher stability, and better protection for children. It also holds certification from the U.S. Coast Guard and UL, making it one of the safest children’s swimming aids in the world.
In addition to caring for young users, Coleman never forgets the general public, fully demonstrating the brand’s international prestige and approachable character. Starting in 2012, Coleman’s China marketing team launched the “One-Yuan Rental” campaign, allowing consumers to rent a full set of Coleman gear for just one symbolic yuan. Through this initiative, Coleman aims to let more people experience the joy of outdoor living and the endless happiness nature brings, contributing its part to the development of outdoor culture in China.
“Carrying forward American classics, renowned in the outdoors for a century,” we see Coleman living up to its sacred duty as a leader in the outdoor gear industry through concrete actions. We look forward with great anticipation to Coleman’s growth in the Chinese market and the advancement of outdoor sports in China.